Gloucester County

Key demographics for Gloucester County, Virginia

Population size

• 38,711 (2020 Decennial Census)

Age

• Median age: ~44 years
• Under 18: ~22%
• 65 and over: ~22%

Gender

• Female: ~51%
• Male: ~49%

Racial/ethnic composition (percent of total population)

• White (alone): ~85%
• Black or African American (alone): ~9–10%
• Asian (alone): ~1%
• American Indian/Alaska Native (alone): ~0.5%
• Two or more races: ~3–4%
• Hispanic or Latino (of any race): ~4%

Household data

• Households: ~15,500
• Average household size: ~2.5 persons
• Owner-occupied housing rate: ~80%

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2018–2022 5-year estimates (tables DP05, S1101, DP04).

Here’s a practical estimate for Gloucester County, VA:

• Estimated email users: 26,000–30,000 residents. Basis: ~40,000 population, majority adults, high internet access, and near-universal email use among internet users.
• Age mix of email users (approx.): 18–29: 16–17%; 30–49: 32%; 50–64: 29%; 65+: 22%. Email use is highest among 18–64 and slightly lower among 65+.
• Gender split: roughly 51% female, 49% male; email adoption is similar by gender.
• Digital access trends: High broadband take-up (upper-80s to low-90s percent of households); growing fiber along main corridors, with cable/DSL dominant; fixed wireless/satellite fill rural gaps. Smartphone-only internet is a meaningful minority, especially in lower-density areas.
• Local density/connectivity facts: Semi-rural county with low-to-moderate density (~130–150 people per sq. mile). Best connectivity clusters along the US‑17 corridor (Gloucester Courthouse to Gloucester Point); more variable speeds on outlying peninsulas and waterfront necks. 4G/5G coverage is strong along major roads, with weaker indoor signals in sparsely populated zones.

Notes: Figures are synthesized from county population and national/VA adoption patterns (e.g., high email use among internet users); treat as directional, not exact counts.

Below is a practical, county-focused snapshot drawn from public datasets (ACS/Pew/FCC) and typical rural market patterns. Figures are rounded estimates; use them as planning ranges rather than point-precise counts.

What stands out vs Virginia overall

• Older, more rural profile: Gloucester’s median age is higher and its settlement pattern is more dispersed than the state average. This correlates with slightly lower smartphone adoption, more basic/older devices in use, and more coverage gaps than in metro Virginia.
• Higher reliance on mobile for home internet: Because cable/fiber availability drops outside the US‑17 corridor, a larger share of households use mobile hotspots or phone tethering as primary internet compared with the state average.
• 5G that’s broad but thin: Low‑band 5G covers most populated areas, but mid‑band “capacity” 5G is concentrated along US‑17 and town centers. That’s less consistent than in Virginia’s metros, where mid‑band 5G is common.
• Capacity crunch at peaks: Tourist/commuter pulses (US‑17/Coleman Bridge corridor) create noticeable evening and weekend slowdowns compared with steadier urban networks.

User estimates (2025 planning ranges)

• Population: ~39,000–40,000; adults (18+): ~30,000–31,000.
• Mobile phone users (any cellphone): ~27,500–29,000 adults (roughly 90–95% of adults; slightly below state).
• Smartphone users: ~24,000–27,000 adults (roughly 80–88% of adults; state is closer to mid‑80s to 90% in many metros).
• Teens (13–17) with smartphones: ~2,200–2,500.
• Mobile-only or mobile‑primary home internet households: estimated 12–18% (state typically ~8–12%), concentrated in outlying roads off US‑17.

Demographic patterns behind usage

• Age: Larger 65+ share than Virginia average. This group skews toward:
  • Lower smartphone adoption and slower upgrade cycles (LTE‑only devices persist).
  • More voice/text‑first usage and limited app portfolios.
• Income and education: Household income and bachelor’s attainment are below state averages. This shows up as:
  • Higher prepaid/MVNO adoption and careful data budgeting.
  • More mobile‑only households where cable/fiber is unavailable or cost‑prohibitive.
• Race/ethnicity: County is majority White with smaller Black and Hispanic communities than the state average. The digital divide is driven more by geography/infrastructure and income than by race per se.
• Commuting: A sizable share commutes to the Hampton Roads side. Daytime traffic shifts south of the Coleman Bridge; evening and weekend return traffic can strain cells along US‑17.

Digital infrastructure and performance

• Coverage pattern:
  • Strongest service along US‑17 and around Gloucester Courthouse and Hayes.
  • Coverage thins toward peninsulas/low‑lying areas and forested interior roads; signal variability and indoor coverage issues are more common than the statewide norm.
• 5G status (typical as of 2024–2025):
  • Low‑band 5G from all three national carriers is widespread where there’s existing LTE.
  • Mid‑band 5G (higher capacity) is present mainly on a few macro sites along US‑17 and near retail clusters; far less countywide than in NOVA, RVA, or Hampton/Norfolk.
• Capacity and speeds:
  • Off‑peak: generally adequate for streaming, telehealth, and video calls.
  • Peak times/event days: noticeable slowdowns along US‑17 and near shopping corridors; more variance than in urban Virginia.
• Fixed broadband backdrop (drives mobile reliance):
  • Cable internet is largely confined to denser stretches near US‑17; many outlying homes have only legacy DSL, fixed wireless, or satellite.
  • State‑funded fiber builds (VATI and related partnerships) are in progress across the Middle Peninsula, incrementally reducing “unserved” pockets but not yet at urban parity.
• Public/anchor connectivity:
  • Libraries, schools, and county buildings provide reliable Wi‑Fi and act as digital access points, more critical here than in better‑served metros.

Implications for planning (where Gloucester differs from the state)

• Network design: Prioritize capacity adds (mid‑band 5G and sector splits) on US‑17 nodes and commuter chokepoints; add rural infill sites or small cells to address indoor coverage gaps in fringe areas.
• Device and plan mix: Expect a higher share of LTE and budget devices plus MVNO plans; programs that subsidize 5G‑capable devices and ACP‑successor discounts will move the needle more here than in metro markets.
• Services: Mobile hotspot plans, rural telehealth, and asynchronous learning content see above‑average uptake; optimize apps for moderate bandwidth and variable latency.
• Outreach: Digital literacy and senior‑focused training have outsized impact due to the older age structure.

Here’s a concise, planning-ready snapshot of social media use in Gloucester County, VA. Figures are modeled estimates using Pew Research U.S. usage rates adjusted for a suburban–rural county profile and local age mix; county-level, platform-verified counts are limited.

Headline numbers

• Population: ~40,000 residents; ~32,000 adults (18+).
• Estimated social-media users: 27,000–29,000 total (adults: ~25,000–26,000; teens 13–17: ~2,000–2,500).
• Daily users: ~19,000–21,000 adults (about 60–65% of adults).
• Average platforms per user: 2–3.

Most-used platforms (adults; percent of adult residents)

• YouTube: 80–85%
• Facebook: 60–65%
• Instagram: 40–45%
• TikTok: 28–33%
• Pinterest: 28–32% (skews female)
• Snapchat: 18–22% (skews teens/20s)
• X (Twitter): 18–22%
• LinkedIn: 18–22% (commuters/professionals)
• Reddit: 12–18% (skews male, under 40)
• Nextdoor: 8–12% (higher in denser neighborhoods)

Age-group patterns (usage among local residents in each bracket)

• Teens (13–17): 90–95% use social; heavy on Snapchat (65–75%), TikTok (65–70%), YouTube (90%+); Facebook minimal.
• 18–29: 95%+ use social; YouTube (90%+), Instagram (75–85%), TikTok (60–70%); Snapchat and X moderate; Facebook lower.
• 30–49: 85–90% use social; Facebook (65–75%), YouTube (80–85%), Instagram (45–55%), TikTok (30–40%).
• 50–64: 80–85% use social; Facebook (65–70%), YouTube (70–80%), Instagram (25–35%), Pinterest (25–35%).
• 65+: 65–70% use social; Facebook (55–65%), YouTube (50–60%); other platforms limited.

Gender breakdown (share of local social-media users)

• Female: ~53–55% overall; over-index on Facebook and Pinterest; solid on Instagram.
• Male: ~45–47% overall; over-index on YouTube, Reddit, and X.

Behavioral trends to know

• Facebook Groups dominate local community interaction: neighborhood groups, buy/sell/trade, school athletics, church and civic updates, and county alerts.
• Local news and public safety rely on Facebook for weather events, road/bridge/toll updates, school closings; spikes in engagement during storms and outages.
• Marketplace is a key channel for secondhand goods, outdoor gear, vehicles, and tools.
• Short-form video is growing: TikTok and Instagram Reels among teens/young adults; cross-posting between the two is common for local businesses and creators.
• YouTube is a go-to for how-tos (boat/outboard repair, DIY/home improvement), local hobbies (fishing, crabbing, hunting), and church services—often watched on smart TVs.
• Pinterest is popular with homeowners for DIY, coastal/rustic decor, recipes; strongest among women 25–54.
• Nextdoor usage is concentrated in denser neighborhoods; used for HOA notices, safety concerns, and lost/found pets.
• Peak engagement times: evenings (7–10 pm) and weekends; quick check-ins during morning and late-afternoon commute windows.
• Content that performs: hyper-local announcements, youth sports highlights, weather/traffic updates, small-business promos with clear offers, and visuals featuring local landmarks/waterfront.

Notes and confidence

• County-specific platform percentages are estimated; for precision targeting, validate current reach using platform ad tools (e.g., 10–15 mile radius around Gloucester Courthouse and Gloucester Point) and recent post engagement on local Pages/Groups.